Milaf Global concludes an initiative featuring more than 25 Saudi brands at one of the world’s leading retail destinations, with visitor numbers rising by 361%

London | BETH

Milaf Global, a Public Investment Fund company, has concluded the “Saudi Arabia… Beyond Borders” initiative, held in London over six weeks to strengthen the international presence of Saudi products and brands.

The initiative brought together more than 25 Saudi brands across food, fashion, beauty, fragrances, jewelry and lifestyle, giving an international audience the opportunity to experience the diversity, quality and growing competitiveness of Saudi products.

Milaf Global Chairman Majed Al-Assaf said the initiative reflects the Public Investment Fund’s efforts, along with those of its portfolio companies, to enable promising Saudi brands to reach global markets and strengthen their presence in the luxury retail sector.

The initiative recorded a 361% increase in total visits compared with the same period last year, highlighting the growing interest in Saudi products when presented in a global retail environment.

Milaf said the initiative went beyond simply showcasing products, providing Saudi entrepreneurs and private-sector companies with opportunities to engage international consumers and explore new paths for growth and expansion.

BETH Comment

The real value of the initiative lies not merely in displaying Saudi products in London, but in testing their ability to compete directly for the attention of global consumers.

When visitor numbers rise at this scale, the message becomes clearer:

Saudi brands are no longer seeking international visibility alone — they are seeking a permanent place in the global market.